Gibbons steps up price match campaign
Gibbons Company has raised the profile of their ‘Price Match Guarantee' campaign with an Amazon.com comparison, designed to demonstrate that even if the online price of an item is less than the tagged price in their store, once shipping and associated costs are factored in, the final cost is cheaper.
The Gibbons advertisement says: “We'll match the price of the identical product available for purchase anywhere.”
A Gibbons Company advertisement in Monday's Royal Gazette compares shoe prices, showing that a Bandolino ‘Mylah' peep top career pump costs $75 at Gibbons Company; however, if it is purchased via Amazon, by the time it arrives in Bermuda it costs $112.94.
The online price of the shoe is cheaper at $59, but according to Gibbons Company's costing, it is an additional $53.94 once all the additional costs — duty, shipping according to weight, insurance and fuel surcharge — are factored in.
And Anne Klein's ‘Joetta'wide calf tall riding boots not only costs exactly the same online as it does in the store at $169, but landed in Bermuda, the price is $263.46 — a difference of $94.46.
Gibbons Company chief executive officer Paula Clarke said this week: “We started our price match campaign last year.
“We are trying to get the message out strongly that it is of number one importance to the country to keep Bermuda dollars in the country. For a long time, shopping in Bermuda has had a bad rap — there's been the perspective that it's too expensive to shop in Bermuda.
“At Gibbons we've actually done price comparison ads for four or five years, and slowly the message has trickled down.
“So now, we wanted to push it up a notch,” she said.
“In September, in a children's department sales ad, we did a price comparison with children's equipment, for example — and we will continue to do it through the rest of this year.
“We go on Amazon and find the same item and get the price. And sometimes our price is notthe same as a sales price on Amazon, but once you've added what it costs to bring it into Bermuda — every time we've been able to justify and prove that it is cheaper to buy it in Bermuda.
“Now, the ‘Price Match Guarantee' campaign will be more visible through Christmas.”